Neiman's, Target hope for a hit, not a Missoni

When Target launched Jason Wu and Missoni limited-edition designer collections earlier this year, shoppers stood in lines by the hundreds, pieces sold out almost instantly and high-volume traffic caused the website to crash.

Can the Minneapolis retailer top that? Target has upped the ante by introducing its most ambitious designer collaboration to date -- a move industry experts are calling unprecedented.

On Saturday, Dec. 1, Target joins forces with Neiman Marcus to launch a 50-piece holiday collection that will be sold simultaneously at both retailers and on their websites, including the Neiman Marcus store in downtown Minneapolis. Instead of a single designer, 24 designers will be featured, including Robert Rodriguez, Tory Burch and Marchesa.

The Alice & Olivia bike, part of the Nemain-Marcus/Target collaboration that hits both lines on Dec. 1. (Courtesy to Pioneer Press: Nemain-Marcus/Target)

Prices will range from $7.99 Rodarte wrapping paper to an Alice + Olivia bike for $499.99.

The partnership has both parties prepping for Saturday's launch, industry experts eagerly awaiting the outcome and shoppers coming up with a game plan for nabbing their favorite items.

"It's a spectacular partnership, and it's one that I don't think too many retailers would consider. It's very high-risk; you've got two strong dominant brands working together," said John Marinovich, a senior lecturer at the University of Minnesota's Carlson School of Management. Still, "the gain far outweighs the cost. The publicity builds equity in their brands. It says we're innovative, fashion forward. It says we're the place to be for that cool holiday gift you can't get anywhere else.

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In anticipation of potential bumps in the road with the launch, Target and Neiman Marcus plan to limit purchases and change their return policies on items from the holiday collection.

Purchases will be limited to no more than five of one item. For past designer collections, Target customers have complained of shoppers hoarding items and selling the pieces for higher prices on resale sites, such as eBay. All returns of holiday collection items must be made by Jan. 5, which is a shorter time frame than typical return policies at both retailers. At Target, for example, most merchandise can be returned within 90 days of purchase.

In addition, Target spokeswoman Jessica Carlson said they've doubled the inventory from what was offered for the Missoni launch so items won't run out asquickly.

"Those are really the things we've put in place to help as many guests as possible," Carlson said.

Meanwhile, industry experts are hailing the partnership as unique on many levels. Marinovich noted that both retailers are donating $1 million to the Council of Fashion Designers of America to benefit aspiring designers. The partnership allows both retailers to work with big fashion names at little or no cost because participants want to volunteer their time and efforts, Marinovich said.

"A partnership like this really has to have legs to it," Marinovich said. "In order to get the designers to really see the value, it was supporting a cause like this."

Marshal Cohen, a retail analyst with New York-based NPD Group, said such a partnership between a mid-level and a high-end retailer is a win-win-win for all those involved.

"It's a win for Target by elevating their products to the Neiman Marcus level. For Neiman, it introduces the mid-market consumer to the luxury of Neiman," Cohen said. "For consumers, they're getting brands that they might not otherwise be able to afford."

Cohen also noted the product mix offered. Pieces from the collection include clothing for children, men and women as well as items for the home and even some for pets.

Target's Carlson urged shoppers with their eye on a specific item to plan ahead and create a shopping list. The 50-piece collection is available for viewing at abullseyeview.com. The collection will be available for purchase online sometime Saturday morning before doors open at both retailers at 8 a.m., but an exact time is unknown, according to Carlson.

Carlson also said the hashtag #holiday24 on Twitter can be used by shoppers to exchange information about what they're seeing at certain stores. "Know the rules of the game," she said. "And most importantly, have fun."

Tracy Morrison was the first customer in line at the Target in St. Paul's Midway area for the launch of the Wu collection. She was also one of the first in line for the Missoni for Target debut.

The St. Paul resident advised those who want items get in line before doors open, divvy up the wish list with fellow shoppers and, above all, wear running shoes.

"There will be running when the doors open," Morrison said. "I guarantee it."